For decades, Fahoury Ink has operated under the tagline, “Curing content constipation since 1998.”
It was clever. It was accurate. It described a real problem that plagued B2B companies throughout the early 2000s — the painful inability to produce enough content to feed hungry websites, email campaigns and editorial calendars.
Clients weren’t just struggling to write. They were stuck at square one, staring at a blank content calendar with no idea what topics were even worth covering.
But here’s the thing about being in business long enough: eventually, the problem changes. And if you’re paying attention, you change with it.
The content constipation era is over. We’ve moved into something far messier — and frankly, harder to fix.
The overcorrection nobody planned for
When AI writing tools went mainstream, content teams collectively cheered. You could now generate a 1,200-word thought leadership article in the time it used to take to find a decent stock photo.
Except — and stay with me here — volume was never really the point. Constipation wasn’t about having too little content. It was about having too little good content, produced consistently, without burning out every writer on your team. The goal was always differentiation, credibility and connection.
AI didn’t solve that. It just automated the appearance of solving it.
Now inboxes, LinkedIn feeds and search results are choked with content that reads like it was written by a very confident intern. Technically coherent. Strategically empty. The content problem has flipped from scarcity to noise.
Why this matters more in B2B
In B2B, content isn’t just a marketing function. It’s a trust-building exercise.
The CMO evaluating DAM platforms, the controller weighing a new accounting services relationship, the broker comparing PEO providers — these are sophisticated buyers.
Generic AI output doesn’t just fail to impress them. It actively signals that you didn’t try hard enough. That your brand is indistinguishable from the next result in the search ranking. That your “thought leadership” was produced in 45 seconds by a model trained on content that was already a little mediocre.
Trust is hard to build and easy to lose. Content is how you build it.
What we’re actually curing now
The new problem isn’t constipation. It’s indigestion — a market so full of low-effort filler that buyers have started tuning everything out, including the good stuff.
The antidote remains the same: a real human point of view, expressed clearly, with your audience’s intelligence respected and your brand voice intact.
That’s what Fahoury Ink has always delivered. We just need a new way to say it.
Tagline update in progress. Stay tuned.